The Prius, like the iPod, is more than a piece of clever technology. It symbolises something bigger – a responsible attitude, a healthier way of living. Toyota has sold more than a million examples of the car since launching it in 1997 and it has attracted a worldwide following led by Leonardo DiCaprio, Cameron Diaz and much of the rest of Hollywood.
…….
The BMW doesn’t have the external look of a green car and you don’t get the same self-righteous glow when you are driving it. There’s no hybrid badge on the back; in fact, because it’s the entry level car of the 5-series many buyers opt for “badge delete” so they don’t show other motorists they went for the cheapest option at 27,190.

But it does have a few tricks up its sleeve to conserve fuel. Efficient Dynamics, as BMW refers to its fuel-saving technology, is a term coined by Bavarian marketing men for refinements that taken on their own are nothing spectacular but together improve fuel economy. Rather than Toyota’s big idea – a radically different system of powering a car using a petrol-electric drivetrain – BMW has sunk its research effort into lots of less radical things.